1. Taming Algo Chaos and [NOT PROVIDED]
Pubcon Vegas 2014
Prashant Puri
CEO
AdLift Inc.
@puriprashant
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2. About us & Our Achievements
• Founded in 2009, AdLift provides customized digital media
strategy and search marketing solutions for online
businesses in the North American and Asian markets
• AdLift has assembled a world-class technical team of
search marketing experts from firms such as Yahoo, eBay,
and IAC
• AdLift’s unique value proposition has been recognized by
fortune 500 companies including PayPal, eBay, Barnes &
Noble & AT&T
• 15+ person team – business development and account
management located in Palo Alto, CA.
• Running campaigns across 50+ sites
• Optimizing 10K keywords
• Managing $8M in SEO spend
• Delivered results & gained trust
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@puriprashant
7. Google Webmaster Setup & Analysis: Don’t Waste the Data
• Google Webmaster Tool suffers
from short term memory loss
• Backup your search query data
every 3 months
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http://googlewebmastercentral.blogspot.com/2011/12/download-search-
queries-data-using.html
@puriprashant
8. Setting Up Folder Level Strucuture to Maximize Search Query Data
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This takes less than 10 Minutes !
@puriprashant
9. Why You Should Do This ?
Search Query Data Available for the Domain: 6,572
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@puriprashant
10. Why You Should Do This ? 1. More Search Query Data to Analyze
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16,514
Search Queries
(After de-duping)
@puriprashant
11. 2. Most of The time, Its More than Google Analytics Provides
80% More
Search Query Data
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@puriprashant
12. 3. A little More Accurate Brand vs. Non-Brand Segmentation of Keywords
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@puriprashant
17. Google Analytics – Custom Reporting: Landing Page Analysis – Setting Filters
• Show me landing pages with
higher than average Page Value
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@puriprashant
18. Merging Landing Page Value with Ranking Data
• Segment Keywords based on
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Page Value
• Optimize keywords that aren't
ranking but have a high Page
Value
@puriprashant
19. Google Analytics – Custom Reporting: Understanding the 3 Segments: Brand, Non-Brand & NP
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• % of Brand/Non Brand
Visits are different for
each landing page
• % of Transactions
differ too
@puriprashant
32. Takeaways
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• Setup Google Webmaster and extract historical data
• Setup folder level/category structures on Google Webmaster
• Understand page level metrics for your top landing pages
• Analyze the data for the three segments – Not Provided, Brand & Non
Brand
• Leverage an attribution model that works for your website.
@puriprashant